A Toluna study about this year’s Black Friday sales and shoppers’ behaviours and habits. The online survey was conducted amongst 500+ adults in the UK between 26 and 29 November 2021.
Fifty-six per cent of UK consumers made a purchase during the Black Friday sales, and it’s clear that online shopping continues to be the favoured way to shop despite stores being open and operating normally. Only 22 per cent of UK shoppers visited a store or shopping centre this Black Friday, whereas more than half of people (55 per cent) bought items online that were delivered to their home.
Spending is on the rise, as well. Fifty-five per cent of respondents spent more money this Black Friday than they did last year, and 22 per cent said they spent a lot more than they did in 2020.
Seventy-one per cent of Black Friday shoppers felt that they had bought a premium product, and Amazon was the most popular retailer (64 per cent), followed by Argos (28 per cent) and eBay (19 per cent).
The most popular purchase among the UK shoppers surveyed was clothes (42 per cent), followed by computer and gaming purchases (26 per cent), and perfumes and fragrances (25 per cent).
Sixty-eight per cent of surveyed Black Friday shoppers said they bought a gift for themselves, representing a 13 per cent increase from last year. Sixty per cent bought gifts for family members and 20 per cent bought them for friends.
Simon Parnell, sales director at Toluna, said: “We might not have braved the shops on Black Friday but we certainly took advantage of the deals available online, spending not just more money this year than last but buying more gifts for ourselves too. With events and celebrations back on and shops open as normal, it’s clear consumers were looking out for Black Friday bargains on new clothes, electronics and fragrances and treating themselves, family and friends to some well-deserved gifts.”
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